Discipline | Brand Restaging
Cranker's Brewery has won over a dozen professional taste-testing competitions since its founding in 2012 and was voted #10 on the list of top 10 best Craft Breweries in Michigan. The brand however, suffers from poor shelf presence due to a logo that lacks a professional execution and a systematic approach to the label color choices.
To develop a brand reflective of the value proposition of providing a truly handcrafted beer at a price easily affordable for hardworking, masculine individuals. My evaluation of the brand lead me to create a concept that communicated a combined vintage and contemporary style that appeals to both the younger Baby Boomers and young and adventurous, Michigan Millennials.
There was brand equity in the "gear element" present in the old logo based on my system audit, so their brands initial concept for the identity was refined and executed to appeal to a masculine target audience.
The beer labels were redesigned with a stronger shelf presence in mind. The identity receded into the background previously due to the thin, serif typeface and murky color/texture. For a young craft beer brand, It was extremely important to develop an identity that boldly stood on the label design which boasted an illustration style that provided contrast from the more rigid typography.
A newly designed website focuses on the primary needs of the users which are to learn about the different craft beers, order gear, and learn about the brewery's goals and the team that keeps it strong.
The illustration style that is primarily used in the label designs demonstrates the very organic, flowing quailty of the linework that directly contrasts the typographic treatment.
The Millennial user is very much interested in securing merchandise from his favorite microbrewery's, so this desire was considered when protoyping touchpoints for the overall experience.
The following projects demonstrate my ability to solve problems for a wide array of applications